Competitive Strategies and Market Performance: The Mediating Role of Entrepreneurship Orientation in COVID-19 Period

Abstract

The Covid-19 epidemic is an economic and social crisis that has caused a crisis in many areas, especially in health. In our study, the role of entrepreneurship orientation in the relationship between the competitive strategies and market performance during the Covid-19 epidemic is examined. In the study conducted with the questionnaires collected from 137 companies which are listed in the ISO 500. The analyses were obtained with the SPSS 20.0 statistical program. As a result of the study, the relationship between the cost leadership and differentiation strategies of the companies and the market performance has been proven. The mediation role of entrepreneurship orientation in the relationship between the competitive strategies and the market performance has been examined, the partial effect of entrepreneurship orientation in the relationship between the differentiation strategy and market performance has been proven, but it has been revealed that there is no mediation effect in the relationship between cost leadership and market performance. The findings of the study contribute to research on how the competitive strategies which is carried out by the companies affect the market performance in the uncertainty environment in the Covid period and the role of entrepreneurship orientation in this environment.